Life, Death and Rock & Roll
Carat UK and 4Sales
Client: Co-op Funeralcare
Their research revealed a cultural paradox—while the vast majority of UK adults had contemplated mortality, many never discussed funeral wishes with loved ones, creating an unnecessary burden during bereavement.
The content landscape around death was virtually empty. Media coverage on funeral planning was non-existent, with creators reluctant to address the subject. The challenge was transforming this cultural taboo into accessible public discourse while supporting Co-op's core message about the importance of early conversations. "What if celebrities planned each other's funerals without knowing their wishes?" This content strategy solved the fundamental challenge by making the abstract problem tangible. Instead of telling people they should discuss death, it showed them exactly what happens when they don't, reframing funeral planning from society's most avoided topic into compelling viewing.
Central to the content strategy was partnering with Channel 4, identified by 48% of UK adults as the broadcaster most trusted with taboo topics. This wasn't just distribution—it was content validation that made the breakthrough concept credible rather than exploitative.
Episodes captured genuine moments as celebrities discovered how little they knew about their loved ones' final wishes. Real Co-op funeral directors became natural presenters, demonstrating service capabilities without feeling like product placement.
Results proved content's transformative power: 63% of viewers felt more comfortable discussing funeral wishes, we saw a significant improvement in brand opinion, and record brand awareness.